Competitive Edge - Sports & Entertainment Marketing News

Lay’s and Lionel Messi Team Up to Bring Soccer Fans the Coolest Limited-Edition Merch


Lionel Messi, arguably the greatest soccer player of all time, is still having a stellar run of form.

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Discussion Questions:

  1. What is fandom?
  2. How is Lay’s tapping into fandom as part of this campaign?
  3. What is fan engagement?
  4. Why is engagement important to a brand?
  5. What is Lay’s doing as part of this campaign that could help to increase engagement, based on what you learned in this news story?
  6. How is the brand using social media as part of the campaign?
  7. Why do you think they included a limited-edition merchandise giveaways? How do fans enter to win the merch?
  8. How might that represent an example of promotion?
  9. What is athlete and celebrity endorsement?
  10. How do you think Lay’s decided on Lionel Messi is the spokesperson for this marketing campaign?
  11. What advantages might Messi provide for the brand?
  12. What are any potential disadvantages to having Messi as the spokesperson?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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